hello! Explorer! If you’re reading this guide, congratulations! You have the upper hand, and you are about to open the door to a new era of art and embark on an adventure. Opportunities and challenges coexist, are you ready to deal with difficulties? Do you have the courage to overcome difficulties?
In reality, due to various reasons such as lack of skills or lack of understanding of the rules, many artists have difficulty adapting to the rapidly changing environment. When exposed to a rapidly changing environment, even though TAs have tried their best to integrate, they are still repeatedly frustrated, which inevitably makes people feel lost and helpless. However, everything is not so difficult!
In school, we were taught to sit tight and don’t talk, learn to fit in, and just answer questions as required, but this model is outdated. If you want to win big in this new world, you need to stand up confidently, speak your mind out loud, let it go, learn to question and ask better questions. This guide has compiled some basic “survival” rules for you, hoping to help you adapt to this constantly changing new world.
Foreword: The Importance of Marketing
If people haven’t heard of your work at all, how are they going to buy them. If no one knows who you are or your work, you have no chance of success. Because of this, you have to use the tools in your hand to better communicate with people, get others interested in your work, and find potential clients for yourself. This guide lists some basic ideas and frameworks in marketing to help artists navigate complex marketing processes with ease.
Why do people buy NFTs
First, let’s start with the most basic and rarely answered question: why on earth do people buy NFTs? emmm why… maybe the same motivation as people buy a yellow drill. This may sound strange, let me explain. Typically, people buy yellow drills to drill holes in walls. In other words, people don’t just want to buy a drill, they want to eventually be able to drill a hole successfully.
The yellow electric drill is the tool to achieve this goal.
Of course, no one is going to punch a hole in the wall for nothing, and we need to examine deeper motivations. Perhaps, what they really want is a bookshelf against the wall. Or… what TAs really want is the comfort of a clean and organized workspace, a sense of inner peace and satisfaction.
It is also possible that TAs enjoy sharing the beautiful pictures of their studios on social platforms, which allows TAs to improve their image in the circle of friends and gain envious eyes and attention from others.
All in all, what people really want is not a yellow drill per se, but a peace of mind, a sense of security, or approval from others. In other words, what people buy is an emotional feeling. Whether buying a BAYC cartoon avatar or buying a yellow electric drill, the reasons behind it are actually the same.
People buy things for some kind of emotional experience. For example, satisfying desires for status, relationships, and emotions. Essentially, we are selling an emotional feeling.
A brief history of money
Let’s talk a little more about another fundamental element in sales: currency. What is currency? Money is an externalized value.
The emergence and evolution of money is of great significance. In the era of barter, every time you exchange items, you have to take a few cows and carry your belongings to the trading place. This is obviously quite inconvenient. Also, if you only have a cow, but the value of the thing you want to exchange (for example, a fish) is nowhere near the value of a cow, it’s more troublesome.
In order to facilitate people to exchange equivalently, it is necessary to segment and calibrate the value of a cow. For example, a cow can be equal to 50 shells. Subsequently, the form of the scale of value (i.e. money) began to evolve—from shells to coins to paper money, and now Ethereum and fiat currencies—continuously adapted to the needs of human development.
So, what is value? Let’s continue to step back and think about this. Value is an abstract concept that reflects human needs and emotional feelings obtained in the exchange of value.
It can be deduced from this that currency, as a measure of value, is actually a measure of human emotion. That is, we sell our emotions and receive an “emotional measure” of money in return for the equivalent.
Essentially, buying and selling commodities can be viewed as an “emotional transfer.”
Questions to ponder:
- As a decentralized financial infrastructure, can DeFi guarantee the free flow and exchange of human emotions in the cultural system?
- What impact does a conflicted, centralized, and corrupt monetary system have on emotional activity in a cultural system?
Don’t sell shampoo to bald heads
This sentence simply and directly conveys a truth: don’t sell people things they don’t want or don’t need at all. I often see negative examples where a 3D artist tries to sell his 3D Sad Frog (Pepe) to an anime collector, and a manga creator wants to sell his work to a collector with very different tastes. Such efforts are not only futile, but also a sign of a lack of respect and empathy for others. When you’re trying to market shampoo to a bald head, don’t forget that buyers are people too.
People have their own unique tastes, needs and desires. At the same time, everyone’s time, attention, and resources are limited. If you only regard the sales target as a money bag, it is indifference to their attributes as human beings, and it is the objectification of others.
Don’t try to sell your work to everyone – if you really want to sell something everyone will buy, you can sell toilet paper or other cheap daily necessities. Please don’t sell your art like toilet paper! Please learn to be kind to your own work, and please learn to respect others. Stop selling shampoo for bald heads.
As the old saying goes, the best sales sell ice to the Eskimos. Of course, this may be true, but this sales strategy is not sustainable. The audience is not attracted by you or your works, but they are just at your mercy. They will turn around and leave the next day because they don’t care about your creations at all. More importantly, you need to realize that this manipulation of others is selfish, greedy, and insincere.
Be yourself firmly. Don’t manipulate others and don’t put on a mask. That way, the people you’re attracted to will come for you, not for the illusions that you need to maintain.
Who are you creating for?
– your core audience
Abandon selfish “broadcasting” marketing methods, learn to compare your heart to heart, and figure out who the audience of your work is. Instead of endlessly expanding your audience, ask yourself, “Who is my core audience? Where is the core market I can capture?”
It’s like two sides of the same coin – only when you first accept that your work isn’t for most people can you really connect with your target audience.
You can’t blindly pursue the increase in the number of fans, but how to connect with the core audience is more worthy of attention. What you need to do is to find soulmates who resonate emotionally, not attract a group of indifferent spectators.
Use your sincerity to impress your sincerity, instead of using gimmicks to attract people’s attention.
To be successful, you don’t really need thousands of followers. You just need to connect with the “right people”—the core audience of your work—the others don’t matter. So the key is to find your core audience.
It can take you a long time to paint a portrait of your core audience.
- What do they want?
- What do they believe?
- What do they trust?
- What are their hopes, dreams and fears?
- How do they spend their time?
- What do they talk about with their friends?
Focus on the far left of the bell curve, others don’t matter
Jin Yuliang said:
In his paper titled “1000 Hardcore Fans”, Kevin Kelly introduced the concept of “core audience”, which has helped many creators secure their livelihoods for more than a decade.
Make sales and creation independent of each other
It’s important to recognize that the value of a work and the sale price cannot be equated—they need to be viewed separately. In a busy market, you are likely to be distracted by superficial things such as sales and selling prices, while ignoring where the value really lies.
When you turn a blind eye to the true value of the work, then once you find that the work cannot be sold, or the price is not comparable to other works, you are likely to begin to deny yourself and doubt that your work is really pulpy. In such a depressed mood, you will start to make compromises in artistic creation and make concessions to the market.
In the long run, this desire for market recognition will drag down your artistic creation. To create your best work, you have to make sales and artistic creation independent of each other. If you conflate them, both will be greatly reduced. Business is business, art is art, and the boundaries between the two need to be clear. If you have to compromise, you will be reduced to a mediocre artist as quickly as possible.
It is nonsense to use the scale of money to measure the value of a work of art. When a friend gives you a piece of art as a gift, do you consider it poor and worthless because it has no market value? Usually not. You are more likely to see it as priceless because it is a mind. I can enjoy the best performance of Vivaldi’s Four Seasons (conducted by Shunsuke Sato) on YouTube for free, but it’s still a great, beautiful piece of art on the internet. Selling price and artistic value are two things that cannot be compared.
There are countless factors that affect sales, but most of them have nothing to do with artistic content. Perhaps, you’re just not connecting to the right audience. Or maybe, your potential customers may have gone fishing in groups, or they may not have seen the sales announcement at all. It’s also possible that they don’t understand art at all, and just want to gain influence and status, or want to have a private opportunity with you (because you’re so cute when you smile).
Often, the art that sells the most is seen as an investment asset or a status symbol, which has nothing to do with the artistic quality of the work (which also reveals a truth: you are not selling the artwork itself. Often, the selling point It lies in an artificial digital scarcity, the artist’s digital signature.)
Of course, you could also say that there is a correlation between art and its sales. If you’ve been working hard on your “brand image,” keeping up with trends, and deliberately creating something that appeals to the tastes of most collectors, your sales may indeed increase. But beware, bowing your head for sixpence will bring you to mediocrity as fast as you can. As the saying goes, “Don’t put the horse-drawn cart before the horse,” don’t put the means and the end before the horse. What you have to do is to make good use of the tools and chips in your hands, instead of being a person who is led by the nose by the tools. However, in order to squeeze into the mainstream aesthetics and gain more market recognition, most artists have begun to actively suppress the artistic flame in their hearts.
After bowing to the market again and again, you will start to have an expectation that as long as your work can satisfy the audience, they will pay. Before long, you will lose the ease of “watching the flowers bloom in front of the court”, and this sense of life is the most precious quality of an artist.
When it’s time to create, create it; when it’s time to sell, sell it. You have to learn to draw the line between the two. Free yourself from these “presets”, you don’t have to set limits on creation, but to enjoy the process of creation. Until you have completed all the artistic creations, then think about the follow-up sales strategy based on the content of your works.
If you have to quantify anything, count how many viewers smile because of your work, and how many people your work inspires meaningfully.
Recognize your greatest limitations
Not time, nor lack of energy, connections, or money and resources. These are the reasons you can easily list that may limit your career development, but beneath them lies a more fundamental limitation, and that is yourself.
“Making everything better” is not something that can be achieved by thinking about it, but requires you to put in the effort to make yourself better first. Who you are is what determines the direction of everything. Unless you actually make changes, your future won’t be any better than your present. Once you try to make yourself better, everything starts to work out for the better.
When you begin to develop character and abilities, rather than seeking wealth, status, and fame, you will move toward better and higher goals. After all, who you are is the root of everything that limits your personal development. Imagine how much more your life would change if you acquired more skills and became more disciplined, patient, and focused.
All the opportunities in the world are useless to you if you don’t make the best use of them. In an age where it is increasingly difficult for the public to concentrate, but more prone to addiction, an individual with good skills and high concentration becomes more scarce and precious, and TAs will seize the vast majority of them. Chance. Skill is scarcer than talent, it is cultivated by one’s own efforts.
In the beginning, you have to go to the “best” to do it, to be the best. You can’t be the next Michelangelo, but you can still be the best in your vertical. The trick here is that as long as you have a clear, lofty goal in mind, even if you don’t end up achieving it, you’re not going to fail miserably.
Try to work harder to improve yourself, not just work hard. After all, everything else depends on who you are. Learn to focus on what’s really meaningful, rather than looking for quick fixes. If you can do that, everything else will fall into place. Often, we complicate matters, but the simplest solution is: “make yourself too good to be ignored”.
1) Take the long view and find a core skill that you will use in the future.
2) In order to develop skills more effectively, the target skills can be simplified and condensed into a core material that is most commonly used. Understanding the underlying logic of a skill will help you master it more efficiently than rote memorizing millions of little details.
3) Set goals and implement them strictly, building skills step by step. For skill development, staged small goals in the process are more effective than larger goals that lead to results. For example, read writing books every day, 20 minutes during the day and 30 minutes after dinner (small goal) > improve writing (big goal).
4) Be sure to maintain a healthy sleep and diet, as well as proper exercise.
Artist career plan
A fool-proof artist career plan? nonexistent! If there were such a plan, there would be no art. Artists are the ones who try to make changes, and real change is out of the ordinary. To be an artist, you need to break free and explore freely.
If you just want a plan that can provide security, security, and career direction, and then follow it step by step, you cannot create possibilities. On the contrary, it will only destroy the possibility of your creation. Only when you muster up the courage to embrace the unknown, go with the flow, and start exploring unfamiliar territory, will the creative possibilities really open up. Creative activity is unpredictable, complex, and even disorganized, but that’s exactly what it is!
Paradoxically, if you’re looking for a conservative approach, you’re going to face intense competition for talent because everyone is on the same track. People in the whole society are trying to put themselves in a “box”, follow the rules, and live the same stable, all-in-one life. However, in this ever-changing society, the rules of the “box” are being updated every day, and pursuing a life path full of certainty is the riskiest thing.
What is scarce in the world is active consciousness. What we really need are people who are willing to embrace possibility and not be afraid of failure, not a group of office workers who follow the “Ten Steps to Success.” We need bold people and real artists! Learn to take the initiative to try and accept failure, rather than avoid it blindly. Of course, you can’t predict whether you will succeed in the end, because you are dabbling in a new and unfamiliar territory. The risk of failure should be what motivates you, because it means you’re doing something that most people wouldn’t even dare to try.
We’re tired of cookie-cutter answers, so show us something fun, fresh, and different! It is only when you have the courage to step out of the crowd and go alone that you have the opportunity to grow freely and become better – the two are essentially the same thing.
Biology tells us an important conclusion: the ecological niche of human beings… Ha, human beings have no ecological niche at all! (Translator’s Note: Human’s subjective initiative makes humans jump out of their own ecological niche in biology). However, we did not take advantage of this advantage, but did the extreme in the opposite direction. We seal the infinite possibilities of life into the same old iron box – find a stable and stable job, work hard for decades, get promoted a few rounds, and then retire smoothly.
Stop seeking ease and security. Instead, become a person who flows like water. Don’t think about seeking a definite answer, but choose a direction of love. Every artist should follow the voice of the heart, no matter how far it comes from!
Human initiative makes humans jump out of their own ecological niche in biology. Artists should not force themselves into shapes that fit the rules, but formless and free-flowing like water.
Make friends, find colleagues
Seriously, you can’t accomplish anything on your own. Whether it’s the people who maintain the network and electricity, the people who invent languages (otherwise you wouldn’t read this text at all), or your grandparents, you and they all depend on each other. Humans are social creatures.
While large groups and communities perform major social functions, small groups are far more effective in terms of interpersonal communication and interaction. For most of history, human beings have always been more adapted to living together in small groups and supporting each other in the process of evolution. Limited by both physical and psychological factors, to maintain group effectiveness, the upper limit is about 150 people. Beyond this cap, crowd mechanics typically undergo many shifts. In short, the smaller the team, the better!
Go make some friends! Make friends with people who want you to be better, not people who are dragging you down hard or who just want to shield you from the wind and rain. Not everyone wants to progress, so don’t consume yourself in an unhealthy relationship. Be decisive to leave, and take the initiative to find those who are willing to progress with you. Make friends with people who are willing to support and inspire you. If you are surrounded by friends who are motivated and respected people, you will be more likely to achieve your goals.
When you start socializing, doing things you love, and talking about topics of interest, you’ll attract people who share your interests. Often, you need to step out of your comfort zone and take the initiative to connect with people and make friends. After all, on the whole, most artists are introverted.
In the end, you’ll find that it’s great to sell more work, but the real treasure is the friendships and memories you’ve built along the way. (PS: Even if the delicacies of mountains and seas are delicious, they are only particularly delicious when they are shared with friends.)
The golden rule: it has to be super fun
What is the meaning of a song? Is it for people to play it over? If this is the case, then the best music should be the shortest, and we all choose to listen to fast and short music, and those slow and long will be regarded as the worst music.
The meaning of dance is not to achieve a certain purpose, but to feel the dance itself. So why should we treat artistic creation differently? If you don’t care about the process or experience of making art, what’s the point of art? You can totally spend your time doing things that are simpler and easier to make money.
We always like to think of ourselves as factory workers. After all, we’ve become so domesticated, so fascinated by outcomes, metrics, and purposes that we start to forget why we choose to be artists in the first place: in order to enjoy the process and experience of creating them, they’re so much fun. The purpose of creating music is the music itself.
A music album is a record in itself. They document the experience of a pianist’s fingers dancing on the keys. Likewise, your artwork is nothing but a record of the creative process.
If there is a good process, there will inevitably be a good result. But if you focus too much on the result and not on the process, you will slowly wear away the effort and fun you have made in artistic creation, and finally find that you no longer enjoy creating. Focus on the process itself, and the results you want will come naturally.
Enjoy your creations! Otherwise, other people may not like your work either. If you want to impress the audience, at least impress yourself first. You can’t give what you don’t have! Try it out and pretend you’re singing or dancing while you’re writing, and let your body paint with the rhythm of the song or the rhythm of the dance.
In our culture, people often use the phrase “You Can! (WAGMI)” to convey positive, inspiring emotions. For the artist, however, the phrase is poisonous. There is another deep meaning behind it: you have not succeeded. One day in the future, you will be successful, but for now, you are not done! So, continue to wait for that fairy tale happy ending to come. There, all pain and anguish dissipated, and everything flourished.
Then, you start to imagine. “After ten times the number of fans, or 20 more paintings, I started to enjoy the creation itself, but now is not the time.” While you are waiting for the music to end, you have completely missed the music. You should realize that there is never a fairy tale ending. Your paintings are merely a record of life and the process of making art.
You have done it, or rather, you have done all that you can do. Stop waiting blindly or pin your hopes on other things, and experience the creative process seriously. New life doesn’t come suddenly one day, it just happens every moment. To ignore process and experience is to betray life itself. Miss them and you will miss everything.
Our goal is not to create art, but to experience life! Through art, you will develop a deeper understanding and connection with the people and things around you. Don’t waste your life, don’t be a rusher, stop the endless waiting – otherwise, you’ll miss all the good music!
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/how-do-artists-in-the-nft-era-market-their-works/
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